Chew on this: Consumers everywhere are finding more reasons to snack, opening up an already large market for further global growth. As global ‘snackscape’ expands — with dollar sales up year to date by 3.2% in the U.S., 5.5% in Europe, and 7% in Australia — growth is coming from different product categories in different regions and is based on varying drivers.

Such sales trends underscore the opportunities for brands and retailers who can tap into a host of preferences. As we emphasized in our recent webinar on global snacking trends, the most successful snacks are those that meet certain needs at various points throughout the day and across markets.

Below are four major areas of opportunity for brands operating in these and other international markets as they seek to drive real volume growth from new occasions and users.

Biting into Benefits

Function is the biggest driver of true category growth within the broader snack sector. In all three spotlighted regions, Circana finds that consumers are rewarding snacks that deliver on benefits such as protein, hydration, gut health, nutrient density, and satiety.

Benefits vary bt location. For example, protein supplements notched the highest unit gains in Europe (+10.8%) in 2025, while yogurt ranked first in unit growth in the U.S. for the same period. Yogurt dollars are up 12.2% and yogurt unit sales are up 5% in the U.S. In Australia, protein-led SKUs grew at more than 6% above fair share.

Underscoring the potential of benefit-focused product development, insights point to opportunities in stacked functionality. Examples include snacks containing protein plus fiber and snacks that deliver both lower sugar and hydration.

GLP-1 Grazers

As snackers become increasingly intentional about what they eat and drink, a growing number are reaching for products that fit into their GLP-1 lifestyles. The use of these medications across many parts of the globe is amplifying the existing move to nutrient-dense, portion-conscious, purpose-driven snacking.

Circana data shows that among GLP-1 users in Europe and Australia, 54% are consuming smaller portions and a similar number (53%) seek out nutrient-dense snacks. In the U.S., GLP-1-friendly snacks are fueling demand for products centered on hydration, protein, and prebiotics. The reprioritization of snacking among GLP-1 consumers is leading to white space for brands that deliver on enjoyment and better-for-you benefits.

Minimal is Maxxing

Fresh and natural products are sparking growth in Europe, a market that is also seeing strong demand for dried fruits, cereal bars, nuts, and protein supplements. Consumers in the U.S. are headed in a similar direction, too, albeit in different categories such as yogurt drinks, nutritional and protein bars, and cheese and meat snack trays.

Timing is Everything

With data confirming that snacking is a core eating behavior instead of simply an in-between-meals occasion, brands and retailers have opportunities across the store, clock, and calendar to tap into shopper cravings. More than half (55%) of U.S. consumers between the ages of 18 and 44 eat three or more snacks per day, while in Europe, that figure is about a third (35%).

As for popular snacking dayparts, 91% of U.S. and European consumers snack in the afternoon. Americans over-index on late-day snacking, with 87% of U.S. consumers noshing in the evening and 73% snacking in the late evening versus 68% and 41% of European consumers, respectively.

Snacking isn’t static, either. The expansion of “anywhere snacking” is resulting in greater category diversity. A third (33%) of U.S. consumers snack at work or school, while 18% of American snackers multitask — eating while walking from place to place. As for what they are toting along, energy drinks are tops for on-the-go consumption, while protein/energy bars are the most location-flexible snack.

More Channels, More Chances

Just as consumers are quaffing and munching throughout the day, they are expanding their buying boundaries. Today, people are learning about and purchasing snacks across social, retail, and digital touchpoints, again opening up new paths to growth for brands and retailers.

Circana data shows that 46.3% of consumers discover snacks in-store at a retailer and a similar number (41.2%) are finding snacks on social media. Shoppers are also using AI to find the best prices, read reviews, and get more information on CPG products, including snacks.

But don’t count out old-fashioned word of mouth: 50.2% of consumers are inspired by friends and family as they figure out what to snack on. Although that number has declined since 2021 as consumers embrace digital discovery, it highlights the influence of personal connections.

These and other Circana findings, including shoppers’ interest in fun snacks, interesting flavors, and private label products, underscore the importance of thinking in terms of need states and timing instead of traditional snack category definitions. Moments and motivations may differ by region, but purposeful, lifestyle-driven snacking is universal.

Unwrap more global snack trends: Watch the webinar